Meta is bringing Live Video Ads to Instagram and expanding the format globally on Facebook. The format allows businesses to promote live shopping streams to audiences beyond their existing followers. The change is part of a wider set of commerce updates Meta announced ahead of next week's Cannes Lions, spanning live video, creator affiliate tools, checkout, and AI-built ad formats.
Live Video Ads Come to Instagram
Live Video Ads let businesses turn eligible livestreams into promotable ads that reach new customers. In the U.S., Meta is working with live commerce platforms including CommentSold, Firework, LiveMeUp, Sprii, and TalkShopLive so sellers can convert qualifying streams into ads.
On Facebook, the format pairs with Live Shopping Tools, which let viewers browse products, check pricing, and buy without leaving the stream.
Faster Checkout With Virtual Cards
Starting this summer, Meta is rolling out virtual cards on Facebook and Instagram in partnership with Mastercard and Visa. The feature generates a temporary, one-time card number from a shopper's existing account, so a purchase can be completed without sharing card details with the business.
Meta says the approach is meant to improve security and purchase confidence. The move extends Meta's checkout work, after the company partnered with Stripe to enable one-tap checkout on Facebook.
Affiliate Tools Expand for Creators
Meta is widening its affiliate program, adding Flipkart in India and Mercado Libre in Brazil and Mexico, with Lazada coming to Facebook creators in Asia and Flipkart reaching Instagram creators in India.
Creators in 22 countries can now add affiliate links or tag products from a business catalog directly on Instagram, and businesses can make their catalogs discoverable so creators feature products in Reels and Feed. The expansion continues a build-out that began when Meta extended Instagram affiliate commerce to Amazon and eBay.
AI Moves to Assemble Shopping Ads
Starting this summer, product data such as titles, prices, descriptions, and availability becomes a core input across all Sales campaigns. Rather than choosing between ad types, advertisers will supply product data and creative assets, and Meta's system will assemble an ad for each viewer in real time.
Meta says the same product data will also surface items in its AI shopping experiences and creator product tagging in Reels. The shift fits the AI-first ad stack Meta has been assembling, including the ad connectors it opened to ChatGPT and Claude.
The Competitive Picture
The live shopping push moves Meta further into live commerce, a category where TikTok Shop and Amazon Live built early leads. The affiliate and catalog-discovery features echo creator-commerce models on TikTok and YouTube.
TikTok has continued to automate its own shopping ads, including recent updates to its GMV Max tool.
Recap
What is Meta changing about live video on Instagram and Facebook?
Meta is bringing Live Video Ads to Instagram and expanding them globally on Facebook, letting businesses promote live shopping streams and turn eligible livestreams into ads that reach new audiences.
How do the new Live Video Ads work?
Eligible livestreams can be converted into ads, and in the U.S. sellers can do this through live commerce partners including CommentSold, Firework, LiveMeUp, Sprii, and TalkShopLive. On Facebook, Live Shopping Tools let viewers browse and buy inside the stream.
What else is changing for advertisers and creators?
Meta is adding virtual card checkout with Mastercard and Visa, expanding affiliate tools to more markets and partners, and making product data a core input so its AI can assemble a tailored shopping ad for each viewer across Sales campaigns.
